“We have Started Appointing Potential Partners in Small Cities”

“We have Started Appointing Potential Partners in Small Cities”

Taiwan based brand Genius isserving the Indian market from more than a decade. The company offers wide range of computer peripherals and smartphone accessories through vast networkof partners pan India. Gaurav Mathur, Country Business Head (India), Genius talks to DIGITAL TERMINAL and shares his plans for further growth and strategies.

DT: How do you see the emerging opportunity in PC peripherals and smartphone accessories market in India? What are the challenges for the industry?

Gaurav:We expect Indian PC peripheral market to grow by 4-5% pa. India has vast potential in the tier 3/4 cities, where there is increase in demand & tremendous growth opportunity. As far as smartphone accessory goes , India is amongst the top 5 impoters of smartphone globally and going forward would be amongst the top 3 . This has given a great push & positive perspective to Smartphone accessory business

Low quality product’s being dumped in the Indian market remains the big challenge forsmartphone accessory business. We can see a lot of white brands in the market with low cost/quality as they don’t have any overhead cost of R & D. They don’t offerany warranty, RMA support, irregular supply of products & change in product models due to frequent changes in OEM factories etc. We are very positive that only quality & established suppliers would survive in the long run.

DT: How do you see your brand positioning this year?

Gaurav:As mentioned above, we are very positive about the India accessory business trend not only in PC & smartphone segments,but also consumer IT segment / gaming Industry. Genius' brand strategy is to position itself as a value for money brand that serves as a one stop shop for all consumers’need. We have our own PR & social media partners who help to augment the reach of the brand among channel partners and end consumers.

DT: What are the new products you will announce in coming months?

Gaurav:Genius is planning to re-launch our Pro Gaming series ‘GX GAMING’ for the Indian gaming consumers. The Gaming series would offer mouse, keyboard, speakers, headsets, bags, gaming pads and others. For PC peripheral segment, more focus is on the wireless segment comprisingwireless mouse and keyboard combo. We have already started focusing on mobility accessory business. We will be soon launching new and innovative products with Bluetooth and NFC enabled functions.

DT: What all investment you have planned this year?

Gaurav:Genius has very aggressive plansfor branding and marketing activities in current year. We are working on to create awareness and visibility among channel andconsumers. We’ll be promoting Genius brand through our Media partners, Pan India dealers meet and schemes for partners and end user.

DT: What is your plan to boost after sale support?

Gaurav:Genius already has a well-established RMA setup to cater to Pan India consumers. At present we support RMA through our 3rd party centres along with our existing distributorbranches in order to cover maximum locations. We are in the process to review potential RMA locations where there is a need for exclusive RMA support in tier 3 / 4 for further business expansion & customer support.

DT: What are your channel plans? What is current channel strength? Will you be appointing new partners?

Gaurav: We have a well-established channel structure and channel base of loyal business partners. Our current channel plan is to further expand in class B & C cities and explore more business opportunities. We have already started appointing potential partners in small cities & also working through our exiting distributors and GVP’s {Genius volume partners} to expand business in B & C class cities.

DT: Brief about your retail and online sales plan.

Gaurav:At present our major business share comes from the retail segment and online channel is supported through dealer {operating through marketplace}. Over the years we have seen a lot of channel disturbance caused through improper online business planning for a lot of existing brands. This causes dissatisfaction amongst the business partner’s and is not a healthy business trend. Online business is one of the potentiall businesses that we foresee & learning with experience we are planning to do product segmentation and price management in order to avoid any future market conflicts.

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